International edition
June 24, 2021

Helen Hedgeland, Evolution Gaming Head of Marketing

“ICE is the official kick-off to potentially the most exciting year yet in Evolution’s history”

(UK, exclusive A few days before the start of ICE show, interviewed Helen Hedgeland, Evolution Gaming Head of Marketing, who talked about the expectations of the company for ICE 2012 and about the new products that the firm will be displaying there. She also talked about the importance of the European markets and the future plans for the company in the region.


hat are your expectations about the last ICE to be held on Earls Court?
We have high expectations of this last show, and with good reason. 2012 promises to be an incredibly exciting year for us as regulatory change and opportunity sweeps across Europe’s gaming markets and beyond.

It’s a shame that ICE is leaving Earls Court, but we are in the business of looking forward. 2012 is the year in which a great many operators will be compelled by regulatory change to shape their own futures.

Our focus at ICE is to demonstrate visitors just how rapidly and reliably our localised Live Casino solutions can help them to adapt to change and capitalise on unprecedented online and remote gaming opportunities. We’re looking forward also to meeting up with many existing Evolution licensees, and we have sessions planned out for a number of potential new clients too. It’s going to be a very busy three days. We see ICE as the official kick-off to potentially the most exciting year yet in Evolution’s history.

Will you launch new products in London?
Yes, we have new products in the conventional sense, and also new and constantly evolving capability to demonstrate. Last year we became the first Live Casino provider to be fully certified for the Italian market. Now we have readied our Live Casino platform for rapid deployment in the ‘new’ Danish, Spanish and German markets. Ours is an incredibly flexible and customisable platform. So, in a sense, what we offer to each jurisdiction can be viewed as a new and highly localised product for licensees in that market.

In addition, ICE will see the introduction of our Platinum VIP Live Blackjack table. We already offer other VIP tables but Platinum has been specifically developed to attract and retain high-wagering Blackjack enthusiasts. The minimum bet is 250 Euros and the maximum bet is configurable by the licensee, so we’re talking serious players.

Also, we will feature new geographic live-streaming solutions for land-based casinos. These solutions enable certain land-based casinos to comply with local regulations for online gaming by sitting and streaming their online Live Casino real-time from an area of their gaming floor. It’s a great solution for operators not permitted to stream online live games from a territory outside of their jurisdiction. Not only does broadcasting from an in-venue Live Casino extend reach and revenue online, it also creates a real talking point inside the traditional casino. What’s more, it opens up the possibility of customers at home or away on business playing on their laptops, but at the same table as players in the actual casino.

Taken together, the new products and capability we are showing at ICE demonstrate why it is that Evolution is the world’s leading, most flexible and customisable Live Casino platform.

What are the main benefits of the products that you will present?
When a player clicks through to a licensee’s Live Casino, a localised offering is instantly more appealing to players in a given jurisdiction. The localised approach better replicates the experience of playing in a real casino in that country; and native speaking dealers tend to establish a much closer rapport with players – by speaking to players online and responding verbally to their on-screen chat messages. All of this is proven to extend playing time and increase player loyalty, repeat visits and frequency of visits.
For licensees entering a new or re-regulated market a localised Live Casino gives them a real competitive advantage.

An initial and far-reaching benefit we offer is a fast, proven and reliable road to market. In Italy we were the first Live Casino provider fully certified by AAMS, which meant first-to-market and early-to-market advantage for a host of licensees including, Gioco Digitale, Unibet and others. We met the most complex AAMS regulatory requirements – requirements that caused others to stumble – and in doing so we have delivered strong early revenue streams and market share to our licensees.

Our Live Casino solutions are also proven to generate incremental revenue (rather than cannibalise existing revenue), and they extend player lifetime loyalty and value. For land-based casinos we offer the ideal way to enter the online market, secure market share and complement in-venue service offerings. At the same time we enable land-based operators to target the next-generation of players, converting online players to land-based and vice versa. It’s a two-way street.

What are your main markets in Europe? How is the company positioned in this continent?
Evolution already has a significant market share in Europe – we work with more top-tier licensees than any other Live Casino provider in this area. We are already well established as the leading provider of online Live Casino solutions to the vast majority of top gaming companies. However, regulatory change is now driving a second wave of more localised activity with both existing licensees and with new clients. We are in a very strong position to grow both our own business and the revenues of our licensees.

What are your next plans for this region?
As already mentioned, we became the first Live Casino provider to be fully certified for the Italian market. We will continue to consolidate our position there and in other markets across Europe.

Key new markets for 2012 are Denmark, Spain and Germany. In these countries we are looking to replicate the success we are achieving in Italy. We are in great position to do just that thanks to the flexibility of our platform, which is designed for rapid localisation and customisation to meet the needs of both the country regulator and individual operators.

Other core focus areas for Evolution in 2012 are mobile solutions and the US market.
We also plan to work with a growing number of land-based venues to integrate online Live Casino into their business and so extend revenue streams.

Of course, not every market is subject to new regulations, and we will continue to deliver a world-class Live Casino service to major international licensees and to local concessionaires to meet their specific market or multi-market requirements.

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